Consumer acceptability of aromatic and non-aromatic rice
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Rice is among the most important staple crops consumed worldwide. Segmentation of consumer acceptability of rice flavor can be used as a tool to improve consumer satisfaction. Consumer tests were conducted to determine differences in the acceptability of aromatic and non-aromatic rice among different ethnicities. Consumer acceptability of rice was found to vary widely among different ethnicities and nationalities. Research directed towards improving rice flavor should highly be cognizant of differences among nationalities when determining acceptability of rice samples. Combination of sensory descriptive analysis with consumer testing yielded predictive equations that helped to identify key descriptors contributing to acceptability. Breeders can potentially use these specific characteristics to further enhance rice quality.